Giannis Antetokounmpo is one of the NBA’s more intriguing rookies, but basketball has always been a team game. The 30 franchises that make up the league have generated a revenue pie in excess of $5 billion. The digital age has enabled this game to reach its worldwide audience anywhere, anytime. Teams can build up their own local fan base through the sundry of platforms available.
Much like our #NFLTechSeries, this time SportTechie delves into the digital strategies–from web, social media, mobile apps, and any other technological connection–of each team and analyzes them, including insights from some of the digital executives involved. Today, the #NBADigitalSeries 2013-14 continues with the Milwaukee Bucks. Stay tuned to SportTechie for ongoing coverage of the #NBADigitalSeries.
The Milwaukee Bucks came into the season with playoff aspirations. Yet, injuries and lack of cohesive play at a high level has snowballed losses as a result. These trying times forces creativity to incur in order to better connect with fans. The digital sphere has served as a vehicle towards the team’s transparency.
For a city like Milwaukee, where the constant cold weather by itself proves to be worrisome, all fans want is signs of hope. The losing simply compounds the situation further. Giannis Antetokounmpo’s arrival brings promise that has also translated well through the internet and social media.
The Bucks’ website sheds light on this proactive and strategic stance by the team.
They have one of the more interesting layouts in the league, which highlights a player on the left-hand side of the screen and changes whenever a user goes to a different page. There’s also a subtle ticket button on the upper right-hand side to redirect users for more information to purchase. The main menu key is very up-to-date and intuitive. The pop-up ad to buy tickets for the next home game lies underneath; and unlike other teams, they market the opposing team’s star along with pertinent in-game special offers. The bottom-half of the homepage maintains the same aesthetic and responsiveness to market their other digital content and campaigns. This scheme bodes well for the overall user experience.
Some of the same design elements from the site are carried through across their social media platforms.
The Bucks have a volume close to 514,000 on Facebook, which is more than double than that of their Twitter account. The cover photo consists of five different player cut-outs in front of their home-court; this space could perhaps highlight ongoing campaigns or a symbolic gesture relevant to what the city of Milwaukee embodies instead. The tone of the copy is rather bland and excitable at times that doesn’t resonate with users.
This lack of personality and consistency is apparent through simple sentences as well as not utilizing quotation marks for quotes. They post in-game updates, either text or video highlight, that doesn’t include any hashtags to grow the conversation or be shareable. Their graphics feature branded content, broadcasting information, and ticket sales promotions. A lot needs to be rectified and enhanced, simply from a fundamental standpoint.
As for Twitter, the voice is virtually equivalent to what’s distilled on Facebook. Before every game, they tend to tweet out one Vine post, few pictures of the players warming up, and an image of that day’s in-game promotion. Too much of the latter can become redundant to a user’s feed, especially when these tweets aren’t published in a more creative, organic way. The frequency of in-game updates isn’t excessive. They do utilize this medium as a customer service tool and thanking fans for their support. And branded content for MegaBucks are pushed out prior and after games, besides the customary shortened links to redirect users to main website.
Outside of the Bucks’ routine tactics on Twitter, there’s one campaign that does stand out. The team partnered with Kohl’s, the retail store, to promote the biggest fans through “#GoBucksGo” hashtag. All users have to do is include the hashtag, mention Kohl’s, and a text or video that showcases their fandom, which can be done through either, Twitter, Instagram, and Vine. A random winner is selected each month and receives courtside tickets, team apparel, and a $100 Kohl’s Gift Card. That’s more than a worthwhile incentive, while also being featured on the web page that’s powered by Pixlee technology. This campaign page also allows users to check out Kohl’s various social channels as well.
Although the core of the team’s social strategies should focus on better engagement, there are some interesting facets deployed in the less prominent social media outlets.
The Bucks’ YouTube channel has some video gems that need to be expounded upon. The players have a good sense of humor and are willing to partake funny roles. The two videos that convey this charm are entitled “starBUCKS Drake Hands” and “Say My Name ‘Giannis Antetokounmpo.’” The former is the team’s iteration of the viral meme that mocks Drake, while the latter consists of fans and teammates trying to pronounce that last name. Five months ago, though, they uploaded a day in the life segment of Antetokounmpo that was great, but should easily be produced as a season-long webisode to tell his story.
These YouTube clips offer great potential and touches fans better than most of their other content–not even mentioning the one when O.J. Mayo revealed his take versus Michael Jordan. The Bucks, however, are the lone NBA franchise already on Snapchat under the “bucksdotcom” username. That account name could’ve probably been something else that resonates better. They’ve made fans aware through publishing some of the fans’ snaps via Twitter. Younger fans have, naturally, been the predominant demographic that has engaged with the team on that platform. These fans have showed off their artistic, fun side, which the team embraces and doesn’t conflict with the ephemeral technology.
The Milwaukee Bucks certainly haven’t had the season they’ve hoped for. Their digital assets haven’t been up to par to somehow compensate either. With the worst record in the league, it’s tough to draw fans on a daily basis now when a future of either Andrew Wiggins or Jabari Parker is more exciting…
At least Giannis Antetokounmpo’s potential bridges a sliver of hope as a foundational piece–both for present digital intrigue and down the line.